Have you heard of Dr. Robert Cialdini?
What about his Seven Principles of Influence?
I have. And I even covered their application in email marketing recently.
Email marketing isn’t just about sending messages — it’s about inspiring action.
Understanding human psychology can transform an ordinary email campaign into a high-converting machine.
That’s where Cialdini’s 7 Principles of Influence come in.
Here’s how each principle can be applied to your campaigns with practical examples.
1) Reciprocity: Give First, Receive Later
Humans naturally feel compelled to return favours.
In email marketing, this could mean offering a free guide, template, or resource in your welcome email.
Example: A subscriber downloads your free "Email Marketing Checklist" and feels inclined to open future emails or explore paid offers.
Tip: Ensure your free content is genuinely valuable — it builds trust and long-term engagement.
2) Commitment & Consistency: Start Small, Scale Big
People stick to what they've already agreed to.
Start by asking for small actions — clicking a link or updating preferences. Then gradually move subscribers toward bigger commitments.
Example: Begin with a "Choose Your Email Frequency" prompt. Later, invite them to a webinar or premium trial.
Tip: Use progressive onboarding sequences to turn passive subscribers into active customers.
3) Social Proof: Show Others Are Engaging
Subscribers often look to peers for cues on what's worthwhile.
Displaying reviews, testimonials, or subscriber milestones (you know they're all different, right?) can increase confidence in your brand.
Example: "Join 10,000 marketers who trust our weekly email marketing tips."
Tip: Highlight real results with numbers and stories for authenticity.
4) Authority: Be the Expert They Can Trust
People follow credible sources.
Use your emails to showcase expertise, certifications, or media mentions.
Example: "As featured in Marketing Week — 5 Email Tactics That Drive ROI."
Tip: Authority builds trust quickly, especially for new subscribers unfamiliar with your brand.
5) Liking: Build Genuine Connection
People engage with brands they like.
Personalised content, friendly tone, and relatable stories increase emotional connection.
Example: "Happy Birthday, Wiz! Here's a treat for your special day."
Tip: Consistency in voice and style across campaigns strengthens rapport.
6) Scarcity: Create Urgency to Act
Limited availability encourages action. Use deadlines, limited stock, or exclusive offers in your campaigns.
Example: “Only 24 hours left to access our free email marketing webinar!”
Tip: Be honest — artificial scarcity erodes trust.
7) Unity: Foster Community and Shared Identity
People gravitate toward those they feel aligned with. Emphasise shared values, goals, or identities to deepen engagement.
Example: “Join our community of UK marketers mastering email campaigns.”
Tip: Include interactive elements like polls or forums to reinforce belonging.
Influence Ethically for Maximum Impact
Cialdini’s principles aren’t tricks — they’re insights into human behaviour. When applied thoughtfully, they enhance every stage of your email marketing, from subscriber acquisition to retention.
Next Step: Audit your current email campaigns and identify one principle to integrate this week. Test, measure, and iterate for maximum engagement.
